DfT changes tack in new Think! campaign

LONDON - A £3.5 million integrated advertising campaign urging car drivers to look out for motorbikes sees the Department for Transport switch tactics from depicting crashes to humanising the bike riders.

Created by Abbott Mead Vickers BBDO, the new work aims to encourage drivers to think more often about people riding motorcycles when on the road, by taking a closer look at the person under the helmet.

This is portrayed through a TV ad, which shows bikers with flashing neon signs attached to their motorcycles.

The signs show the name of the rider, and a short description about their personality or lifestyle, such as "Dave - new dad", or "Tom - shy, retiring type".

In each situation, a car driver goes to pull out of a junction or lane without looking, before spotting the motorbike and its neon signs.

The new campaign has been created following research which showed drivers are much more likely to notice motorcyclists on the roads if they personally know a biker.

This is particularly reflected in the campaign's strapline: "Think Bike. Think Biker".

The TV spot, which breaks tonight during 'Coronation Street' on ITV1, will be supported by poster and radio executions, as well as through a Facebook page and a branded YouTube channel.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published